Acciones de Comunicación Integrada de Marketing para elevar el engagement del Restaurante “Casa Bucanero”
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Universidad de Sancti Spíritus "José Martí Pérez"
Abstract
El trabajo de diploma titulado "Acciones de Comunicación Integrada de Marketing para elevar el engagement del Restaurante Casa Bucanero", aborda la problemática de la ausencia de una estrategia de comunicación digital coherente en el establecimiento, lo que limita su capacidad para conectar con clientes locales y turistas. La investigación se centra en diseñar e implementar acciones de Comunicación Integrada de Marketing (CIM) que fortalezcan la presencia digital y fomenten el engagement mediante tres dimensiones: cognitiva, emocional y conductual. El marco teórico explora conceptos clave como la evolución de la comunicación organizacional, las redes sociales como herramientas de marketing y las teorías de engagement aplicadas al sector gastronómico. El diagnóstico reveló fortalezas como la autenticidad cultural y debilidades como la infraestructura digital insuficiente y la falta de alineación entre canales comunicativos. Las acciones propuestas incluyen el relanzamiento digital, la creación de contenido estratégico, programas de fidelización y colaboraciones con influencers, todas medidas para mejorar la visibilidad y la interacción con el público. Los resultados preliminares mostraron un aumento del 120% en seguidores de Instagram y una mejora en el Net Promoter Score (NPS), validando la eficacia del enfoque. La tesis concluye que la implementación de una estrategia de CIM sistematizada, basada en la autenticidad y adaptada al contexto local, puede transformar el engagement en una ventaja competitiva sostenible para el restaurante.
The diploma thesis titled *"Integrated Marketing Communication Actions to Increase Engagement at Casa Bucanero Restaurant"* addresses the issue of the establishment's lack of a coherent digital communication strategy, which limits its ability to connect with both local customers and tourists. The research focuses on designing and implementing Integrated Marketing Communication (IMC) actions to strengthen digital presence and foster engagement across three dimensions: cognitive, emotional, and behavioral. The theoretical framework explores key concepts such as the evolution of organizational communication, social media asmarketing tools, and engagement theories applied to the gastronomic sector. The diagnostic phase revealed strengths, such as cultural authenticity, and weaknesses, including insufficient digital infrastructure and misalignment across communication channels. Proposed actions include a digital relaunch, strategic content creation (e.g., the *"Secrets of the Chef"* series), loyalty programs, and influencer collaborations—all aimed at improving visibility and audience interaction. Preliminary results showed a 120% increase in Instagram followers and an improved Net Promoter Score (NPS), validating the effectiveness of the approach. The thesis concludes that implementing a systematic IMC strategy, rooted in authenticity and adapted to the local context, can transform engagement into a sustainable competitive advantage for the restaurant.
The diploma thesis titled *"Integrated Marketing Communication Actions to Increase Engagement at Casa Bucanero Restaurant"* addresses the issue of the establishment's lack of a coherent digital communication strategy, which limits its ability to connect with both local customers and tourists. The research focuses on designing and implementing Integrated Marketing Communication (IMC) actions to strengthen digital presence and foster engagement across three dimensions: cognitive, emotional, and behavioral. The theoretical framework explores key concepts such as the evolution of organizational communication, social media asmarketing tools, and engagement theories applied to the gastronomic sector. The diagnostic phase revealed strengths, such as cultural authenticity, and weaknesses, including insufficient digital infrastructure and misalignment across communication channels. Proposed actions include a digital relaunch, strategic content creation (e.g., the *"Secrets of the Chef"* series), loyalty programs, and influencer collaborations—all aimed at improving visibility and audience interaction. Preliminary results showed a 120% increase in Instagram followers and an improved Net Promoter Score (NPS), validating the effectiveness of the approach. The thesis concludes that implementing a systematic IMC strategy, rooted in authenticity and adapted to the local context, can transform engagement into a sustainable competitive advantage for the restaurant.